Brand: Kerrygold

Mission + Target:

• Experiential campaign to position and promote Kerrygold as the only “pure” butter
• To sample Kerrygold 100% pure Irish butter on French bread and crackers on a national tour of 31 Tesco’s and Sainsbury’s

Campaign:

• “Spread the Word” campaign for real butter devised using an industry first double decker bus of its kind (combined trailer & inflatable)
• Consumers were asked to “Vote for 100% real butter and try a sample of Kerrygold butter today” using all of the advertising imagery to bring the campaign to life and political campaigner complete with megaphone!
• Kerrygold 100% pure butter sampled on French bread, fruit loaf and crackers

Post Mission Evaluation:

• Total of 85,000 samples delivered over 31 days
• 70,000 20p MONP coupons delivered over the same period
• Over 5,000 “Spread the Word” stickers handed out
• Coupon redemption – 16%
• Increase in units sold per day per store was 216 on average
• Research results showed that 93% of respondents loved or liked the product!

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